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“We use basic letters about neighbors helping neighbors,” she adds, “and it resonates in New York, where almost everyone is from somewhere else. New York City can be overwhelming, so people are seeking a sense of community. We need to talk about how the dollars we raise are supporting our own community and helping people right in our own backyard who are struggling.”

Diversifying funding sources
Five years ago, Wallace says, direct mail accounted for a quarter of City Harvest’s donated income. Today, it’s at about 20 percent. That’s because another large part of Barrick’s plan was diversification of funding sources to avoid the “putting all your eggs into one basket” syndrome.